Tar Sands oil extraction is one of the biggest single factors threatening efforts to tackle climate change. The resulting pollution, deforestation and wildlife disturbance also threatens the traditional livelihoods and well-being of indigenous communities. FairPensions promotes responsible investment in pensions and tasked Jacob Bailey with raising awareness of these issues within the investment community. Our brand for the campaign represents the idea of ‘dirty money’, compelling the audience not to dirty their hands with this type of investment.
Having finalised the Tar Sands brand, we created a visually compelling integrated marketing communications campaign. We chose ‘Counting The Cost’ as the over-arching campaign theme with great results. 5,000 people emailed their pensions fund manager in favour of the resolution, and the issue gained global recognition and remarkable media coverage. The campaign was also a highly commended runner-up in the ‘Animals and Environment’ category at the Charity Awards 2010.
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